One can never go wrong with roti canai. But where it’s usually a sit-down kind of food to enjoy, Rollti has a different take on it.
The brand has turned the iconic dish into a delicious, convenient wrap that’s perfect for the on-the-go foodie.
It’s a fresh concept in the Malaysian food scene, and we spoke to the man behind it.
A modern twist to a Malaysian classic
Rollti is spearheaded by seasoned entrepreneur Keith Loh, who brings over 20 years of experience in building notable F&B and retail brands in Malaysia and beyond.
His impressive resume includes co-founding Snowflake Malaysia, serving as COO of Burger King Malaysia and Singapore, and holding key leadership roles at CoolBlog Malaysia and Creative Lab by Niro Granite.
At Rollti, the traditional roti canai is no longer just a flatbread to be enjoyed with dhal or curry on a plate. Instead, it’s crafted into a wrap that can be filled with crisp vegetables, savoury proteins, and locally inspired sauces.
This innovation not only maintains the authentic taste of Malaysian cuisine but also makes it accessible and convenient for people on the go.
“Why hasn’t Malaysian food broken through worldwide as a true international format? Most of our dishes require sit-down dining, which is not as convenient as international food formats like burgers, sushi, wraps, and sandwiches,” said Loh, who is the CEO of Rollti.
“Our mission at Rollti is to transform roti canai into an internationally convenient format without losing its Malaysian essence. We aim to create something that anyone, anywhere can enjoy, while staying true to our Malaysian roots.”
Rollti’s innovative approach lets customers enjoy a nutritious, flavorful meal that they can hold in one hand and eat on the go, prepared from scratch and assembled within minutes.
“This allows us to be innovative with various combinations yet serve a wider base of customers who want something convenient with value on a domestic or international level,” he told Vulcan Post.
The concept draws parallels with international wrap formats—think Mexican burritos or Middle Eastern shawarmas—but with a distinctly Malaysian twist.
And the world seems ready: TasteAtlas voted roti canai the No.1 Flatbread in the World and the No.2 Best Dish in the World, according to him.
Malaysian flavours, modern convenience
Rollti’s core menu features a range of authentic Malaysian fillings and sauces.
It includes classics like dhal, sambal, rendang, satay, and curry, as well as options such as roti sardine and roti pisang.
“If anything, it’s more inspired by international brands like Subway or Chipotle but with our base of roti canai wraps,” he shared.
“Our fillings and sauces are inspired by what you’d find in local mamak or eateries, and our proteins cover a range of options from chicken and beef to lamb, sardines, and even plant-based proteins for our vegetarian customers.”
Their hyperlocal approach brings a cultural touch to the menu, with product names that resonate deeply with Malaysians such as “Sambal Meletop”, “Sate Puas”, and “Rindu Rendang.”
Even the drinks menu showcases Malaysian-inspired beverages with a modern twist, such as the pandan-flavoured frappe “Power Pandan” and the fizzy asam boi limau ais cooler “Boi Boi Boi”.
Rollti’s commitment to authenticity extends to sourcing ingredients locally and ensuring that everything is 100% halal and Malaysian.
“We take pride in our innovation and work closely with our vendors to continuously develop new flavour profiles that align with our product development calendar,” Loh said.
The company also runs regular food tastings and focus groups to fine-tune their offerings, with plans to introduce new flavour combinations quarterly.
Bridging tradition and innovation
In a market where the rising cost of ingredients and manpower are ongoing challenges, Rollti stands out with its focus on food tech innovation and system-based operations. The company’s streamlined processes ensure consistent quality and service across all outlets.
“Combining these two shortens the learning curve for staff and delivers a more consistent product to our customers,” he noted.
For example, each store presses and cooks raw dough balls that arrive pre-layered, much like croissant dough.
“Our hydraulic dough press slams the dough at high pressure, making a perfectly round 10-inch roti canai base, which we then cook on our flat top grill,” he explained.
Plus, a central POS system linked to kitchen displays manages orders, ensuring precise assembly and faster service.
“Even for deliveries via platforms like Grab and Shopeefood or through our own app, we integrate everything to ensure a seamless experience for our customers.”
“This also helps us monitor customer trends and shifts in product or sales mixes, making our future planning more effective,” Loh noted.
Rollti celebrates Malaysian culture and seasonality through its marketing and promotional strategies.
Campaigns run every four to six weeks, often introducing limited-time offerings and merchandise that help with brand recognition for their current and new customers.
“We like exploring new mechanics based on our own sales data and coming out with new pricing or promotions with different approaches for different outlets and trade areas. I think being a young new brand allows us just to be dynamic,” he said.
The brand also engages in local store marketing and collaborates with key opinion leaders (KOLs) to strengthen its connection with customers.
A promising future
Since opening its first outlet at Starling Mall in September 2023, followed by Nu Sentral in January 2024 and Pavilion Elite KL in April 2024, Rollti has seen impressive growth.
The company is on track to achieve RM2.5 million in sales revenue for its first year, with an average monthly growth rate of 13%, said Loh.
By the end of 2024, Rollti aims to expand to seven to ten outlets, with plans for further regional expansion in 2025, including Indonesia, Australia, and the Middle East.
Loh acknowledged the challenges but remains optimistic about the brand’s future.
“Hiring and training local talent is always a challenge, but we strive to retain and upskill our staff while providing career growth opportunities.”
“Our focus on a hyper-local approach in all areas of our business is something customers appreciate, and it helps in our growing success as a young brand,” he said.
Rollti is poised to make roti canai wraps a global phenomenon by blending tradition with modern convenience, ensuring that the flavours of Malaysia are celebrated far and wide.
It’s a reminder that while our food is deeply rooted in tradition, there’s always room for innovation, making our beloved dishes accessible to all.
- You can learn more about Rollti here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Rollti